Dragon Rouge recently worked with Reckitt Benckiser (RB) to develop packaging and brand experience design for RB's new 'Vanish Miracle Revives Colours' serum which helps people revive treasured clothing by removing the visible wear of garments. The Vanish Miracle serum is the result of new product development and signals a shift in the brand's approach and positioning. It is driven by the clear purpose of helping clothes live many lives and boosting re-use and longevity, a driver that will propel all the brand's future launches.
The packaging and brand experience design of the product plays a crucial role in signaling the novelty of the product's innovation and its transformative nature. It is rooted in the language of clothing, based on the central idea of reviving clothes, and the rituals people go through when looking after favorite garments. Key design elements connect to that emotion and that moment of consideration. These include a detailed background texture running through the design, with 'before and after' illustrations of the product's benefits. In addition, everyday clothing care tags provided the inspiration for seam, stitching and clothes label details that wrap around the pack.
The packaging communicates the concept in clear and easy-to-understand messaging while signaling the product as part of the Vanish range, with its color and logo referencing the parent brand. It also includes the new Vanish logo, redrawn to be a more vibrant, modern, and confident expression of the brand.
"Rather than resorting to the established and tired design codes within laundry products, with Vanish Miracle, the brand is taking a leadership position in driving design across the category," remarked David Robinson, Creative Director at Dragon Rouge. "This product highlights a much more considered role of design, linking its graphics and communication back to the clothes it cares for and the notion of extending the life of garments. It is a holistically considered piece of design, embedding a clear idea across every aspect of it."
In line with RB's drive to create an entire brand world for its products, the design includes 2D and 3D assets to maximize the brand experience across all touchpoints beyond the pack. It features secondary packaging that achieves stand-out on the shelf as well as bespoke eCommerce packaging. The latter includes an integrated hanger for people to use, to remind them of the presence of the Miracle product in their cupboard.
Photos: Courtesy of Marks